We transformed mass public transportation and the daily commute into entertainment, integrating several layers of society.We decorated the train cars inside and out, giving the population a brand and event experience. At the event's official location, the brand was positioned as the host, contributing to the organisation and promotion of the event.

The event had a 30% increase in attendance; the brand’s spontaneous preference indexes increased 20% and its daily presence brought it closer to the audience.There was a large displacement of residents from the southern region of the city (up-scale neighbourhoods) to the outskirts, as well as participation from major musical celebrities.